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What is advertising's purpose in one sentence?
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OP why don’t you just unapprove this creative and tell the stupid Cannes obsessed creatives to come up with good work that actually drives the needle! Get on it!
I don’t care enough to do all the hypothetical ridiculous shit you asked me to. I wrote a comment that took 8 seconds about a current popular advertising subject.
Shows how little you know. They've had consistent sales growth since FM took over as CMO
Nah look it up
If nothing else this shows that arguments can be made either way, to support doing or not doing the 360 activation stuff for brands. BK is obbbviiousssly a brand (or just a CMO from what I hear) who believes in doing a bunch of it (as long as its under a certain price from what I hear).
Personally Im in the camp that says its a wash. Ad people notice it; I doubt real people do. (Have you BEEN in a fast food place lately? Not exactly a lot of dig-savvy folks having “conversations”). But the CMO gets to look cool in the marketing world, the agency gets press, and it doesnt cost much (except, yknow, time that could be spent at home with family).
Right, but beyond the digital agency boosting the social chatter, both the CMO and agency got lucky in that case. Most of that craze had to do with it being a very good product, not any PR stunt Machado or DAVID engineered. Although they’ve taken full credit. It’s like if the experiential agency that built the stage for the CyberTruck took credit for its sales.
Also, their ideas are rarely rooted in the product or a consistent brand POV, and most often either drafting off the unrelated-social-cause-of-the-week (bullying, net neutrality) or ill-advised and provocative for all the wrong reasons (moldy whopper.)
The burning BK print ads and McDs execs with grills print linked back to the flame-grilled burger, their RTB. They’ve been flailing trying to get ANY PR ever since.
How do you speak with such confidence without first checking your facts?
Sorry OP.
Your point about their ads driving their sales may be disputed, but their growth is not disputable.
https://www.rbi.com/file/Index?KeyFile=402720224
Where does it say that? I see that they’re reporting system wide growth somewhere around 15%...which I don’t believe is industry growth but RBI brand’s collective growth.
I just don’t get why you would want consumers to imagine your moldy food when they become hungry lol. I think your point is valid that BK advertising truly only cares about igniting conversation, not sales, not brand building, not deepening, nothing.
A Mold Lion
FYI, the rest of that chart you posted says that McDonalds closed 122 locations between 2017-2018 while BK opened 101.
No, just that BK advertising doesn’t drive growth and that year-over-year profit growth doesn’t mean anything, that you need to look at it in the context of the entire category.
So let’s look at growth in relation to the category. #1 in the category is downsizing their number of restaurants while BK is increasing their number of restaurants.
That’s a pretty tangible indicator of a restaurant brand’s growth if you ask me.
Yes you did, you posted a pic of a chart with McDonald’s on it, and mentioned it in other comments. It’s literally in other threads on this post. Now stop yelling.
Also, truly don’t mean to be rude, but how would you know if it’s affected sales or not unless you are on that specific team?
Here are their US sales in 2018
Where’s the column of % growth?
Just because someone has sales growth from year to year doesn’t mean anything. Look at how the rest of the category is doing, look at how much their competitors are growing, etc. you can look all this up.
A bit out of date but illustrates OP’s point.
CW1: “Same store sales” compares revenue for the stores that were open in both measurement periods. It’s a standard metric of how a retail brand is doing, in addition to comparing total revenue, which includes stores that were open or shut during the period.
Strategist 1 - The x-axis is % growth in $ sales
Isn’t that all advertising ?